Anheuser-Busch InBev’s global chief marketing officer Chris Burggraeve has resigned and will be replaced by Asia-Pacific zone president Miguel Patricio.

Patricio joined Brazilian brewer Ambev in 1998 as vice-president of marketing, before its merger with Interbrew in 2004 to form InBev.

“After 23 years of working for some of the best global brand companies, Chris has decided to explore his own entrepreneurial potential,” an AB InBev spokeswoman wrote in an email obtained by AdAge.

Burggraeve joined the brewer in 2007 following a 12 year stint at Coca-Cola, where he held a range of senior marketing roles. Prior to that, he worked at FMCG giant Procter & Gamble in numerous brand management positions. He is currently also president of the World Federation of Advertisers.

Burggraeve’s departure comes as the company accelerates its plans to allocate more of its marketing budget to social media platforms and spend less of traditional channels such as TV and radio, according to M&M.

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